Domestic game companies are increasingly releasing idle games based on long-lasting intellectual properties (IPs). This strategy combines established characters and worlds with simple growth mechanics to attract new users and extend the lifespan of the IPs.
According to the gaming industry on August 9, Dev Sisters and Wemade Max launched 'Cookie Run: Crumble' and 'Wind Runner: Idle' last month, respectively. Including Netmarble's 'Stone Age: Idle,' which was released in March, three idle games based on long-lasting IPs have been launched this year.
The new titles quickly rose to the top of app market rankings. As of August 9, Cookie Run: Crumble ranked fifth in Google Play revenue and second in popularity, while also achieving the top spot in the Apple App Store. Wind Runner: Idle reached the number one position in both app markets just four days after its release.
Cookie Run, which originated from the mobile running game 'OvenBreak' in 2009, celebrates its 17th anniversary this year. The franchise has since evolved into social role-playing games (RPGs), puzzles, and cooperative action games, with Cookie Run: Crumble marking its first foray into the idle genre.
Wind Runner, launched in 2013 and boasting over 25 million downloads globally, has been reimagined by integrating the original running mechanics with an idle growth system. Stone Age: Idle restructured the pet capturing, collecting, and nurturing elements of the original game, which debuted in 1999, into a more straightforward growth framework.
Idle games are characterized by low player engagement, allowing characters to progress without active participation. For developers, these games typically require less time and financial investment compared to large-scale MMORPGs. Utilizing well-known IPs also lowers the entry barrier for new players.
The shift of long-lasting game IPs to the idle genre has been influenced by the growth of the idle RPG market. According to market research firm Sensor Tower, the share of massively multiplayer online role-playing games (MMORPGs) in domestic mobile RPG revenue dropped from 78.8% in the first half of 2020 to 56.2% in the first half of 2024. In contrast, idle RPGs increased from 1.7% to 16% during the same period.
The success of Netmarble's 'Seven Knights: Idle,' released in 2023, has drawn attention to idle RPGs as a key strategy for major game companies to expand their IPs. Previously, idle RPGs were considered a niche genre for small and indie developers. Based on the Seven Knights IP, Seven Knights: Idle reached second place in Google Play revenue and first in the Apple App Store just five days after its launch, generating $40 million (approximately 52 billion won) in global revenue within 55 days.
The potential for idle RPGs was further confirmed by Nexon's 'Maple Idle,' which surpassed an estimated $100 million (approximately 146 billion won) in global revenue within 45 days of its release last November. As of August 9, it ranked fourth in Google Play revenue, continuing its long-term success.
Game companies are accelerating the development of new idle titles based on long-lasting IPs. Nexon plans to release 'Dungeon Fighter: Idle' within the year, while Neople is developing an idle project based on the same IP, titled 'Project DL.'
However, industry experts note that while the recognition of long-lasting IPs is effective for attracting initial users, it does not guarantee long-term success. Following the launch of Seven Knights: Idle, Netmarble has struggled to replicate similar success with subsequent idle games. Wind Runner: Idle, despite reaching the top of the app market rankings within four days, fell to 57th in the Apple App Store and 93rd in Google Play revenue a week after its release.
* This article has been translated by AI.
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